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The Banyan Tree: branding the intangible

SUMMARY

SG 2:
Anindya Aisyah 29319120
Arie Purnama 29319133
Aviola Putri H. 29319079
Dany Akbar 29319066
Dhea Zeria S. 29319036

Master of Business Administration Program


School of Business and Management
Institu Teknologi Bandung
2019
Introduction

 Banyan Tree Holdings Ltd (BTHR) was founded by Ho Kwon Ping and his wife
 Banyan Tree synonymous with private villas, tropical garden spas, and retail galleries
promoting traditional craft.
 The idea of entering the luxury resorts market was inspired by the gap in the hotel
industry that giant chains such as the Hilton and Shangri-La could not fill.
 Banyan Tree resorts comprised individual villas and provides “a sense of place”
 Banyan Tree has Banyan Tree Spa and Banyan Tree Gallery
 As the resorts market became increasingly crowded with similar competitive
offerings, Banyan Tree and Angsana resorts were expanding geographically outside
of Asia
 The result of Banyan Tree’s efforts was “a very exclusive, private holiday feeling”

1. Main factors Banyan Tree’s success


 Ho Kwon Ping see the gap in hotel industry and positioning Banyan Tree to fulfill the
gap
 Banyan Tree’ positioning is in the difference in prices between Aman Resorts and the
other resorts in the luxury resorts market (the gap), offering an innovative niche
product that could also bridge the price gap in this market.
 Banyan Trees do a pivot. Not only provides resorts, but provides spa, gallery, etc

2. Evaluate Banyan Tree’s brand positioning and communication strategies. Can Banyan
Tree maintain its unique positioning in an increasingly overcrowded resorts market?
 Banyan Tree’s positioning is the luxury resorts market to fullfill the gap in the hotel
industry that giant chains such as the Hilton and Shangri-La could not fill. There was
a market segment that wanted private and intimate accommodation but without the
expectation of glitzy chain hotels.
 The company’s marketing communications was managed by an international
advertising agency. Banyan Tree resorts were promoted as providing romantic and
intimate “smallish” hotel experiences, rather than luxurious accommodation. When
Banyan Tree was first launched, Banyan Tree advertise its resort to high-end travel
magazine.
 Banyan Tree is dificult to maintain its positioning, because og the ease of entry to
barrier. If competitor has enough fund and see this potential, competitor can make
similiar product and service. Unless Banyan Tree can make it to top brand of first
resorts with this gap, Banyan Tree can mantain its positioning.
3. Discuss whether the brand portfolio of Banyan Tree, Angsana, and Colours of
Angsana, as well as the product portfolio of beach resorts and city hotels, spas,
galleries, and museum shops fit as a family. What are your recommendations to
Banyan Tree for managing these brands and products in the future?
 Eventhough product portfolio is strickly to brand portofolio, but both are not same.
Brand consist of many products. Every products has each own portfolio. for
instance, Angasana has a product like a resort, spa, galleries, etc. Maybe resort and
spa’s portfolio is better than gallery’s portfolio.

4. What effect does the practice of corporate social responsibility have on brand equity?

 CSR bring benefically for Banyan Tree. Banyan Tree organized activities that
involved interested guests in their research and environmental preservation work. for
instance, guests were invited to take part in the coral transplantation program. It can
gain Banyan Tree’s image to be resort having impact for enviroment. Everytime
people see a coral or sea, people remember to the impact gived by Banyang Tree.

5. What potential problems do you foresee bringing Banyan Tree to the Americas, Europe
and the Middle East? How could Banyan Tree address those issues?

 Banyan Tree actively cares for the natural and human environment, revitalizing local
communities, Banyan Tree also involved the local community in all aspects. If
Banyan Tree expand its region (to the Americas, Europe and the Middle East),
Banyan Tree is possible dificult to attract customer for nature and human enviroment.
Banyan Tree must see what unique culture for each country.

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